臺灣博碩士論文加值系統

近年來，在無店舖行銷 (例如，網路、電視與型錄購物等）、直效行銷與農特產品產地直送等新興銷售通路的崛起，帶動台灣宅配市場快速成長。在競爭激烈的宅配產業，其競爭環境的本質與競爭優勢的基礎，便成為重大的研究議題。在此背景下，本研究選定台灣地區宅配業務的最大提供者-中華郵政為主要研究對象。
本研究以資源基礎理論為基礎，收集整理中華郵政宅配業務相關次級資料，深度訪談專業人員，以充份瞭解宅配產業競爭環境與中華郵政宅配業務資源與能力現況。接著，以層級分析法為工具，建立一套實用的競爭優勢與核心競爭力評估架構。該架構允許決策者根據其目標、知識與經驗，以符合直覺的思維流程之方式，設定優先次序與進行抉擇。
研究結果顯示，在競爭優勢的部份，中華郵政宅配業務主管對其競爭優勢基礎的認知，抱持非常積極正面態度，代表其對組織擁有堅強向心力與承諾。而在核心競爭力的部份，中華郵政宅配業務的作業活動在組織善用方面有最好的表現，不過在價值性方面卻不如其它支援活動，而存在改善空間。為了將競爭優勢有效轉換為有利的財務績效指標，及改善作業活動的異質性，中華郵政可以在既有良善的程序與制度下，增益外部導向的競爭優勢基礎(例如，品質、創新與顧客回應性)。

Recently, under rapid development of non-store marketing, which includes internet, television and catalog marketing, as well as direct marketing and direct distribution of farm produces or specialty products, home delivery industry has shown mega growth potentiality. As a result, how to evaluate and enhance the competitive advantages and core competent ices of Chunghwa Post’s home delivery services has been an important issue.
We conduct deeply a qualitative analysis to summarize important secondary data and interview related human resources. Then basing on Resource-Based View, we investigate the status quo of resources and capabilities owned by Chunghwa Post, whether they are strengths or weaknesses, and the potentiality they can contribute to sustainable competitive advantages. Finally, we propose an evaluate framework for business competitive advantages and core competencies.
According to our analysis, we conclude that Chunghwa Post has high evaluation toward their competitive advantage, with challenges of changing it to better profitability. While regarding its core competencies, operation performs the best in immobility but its heterogeneity leaves rooms for improvements. In sum, Chunghwa can concentrate on enhancing the outer perspectives of building blocks of competive advantage (i.e. quality, innovation and customer responsiveness) to improve its competitive position in home delivery industry efficiently and effectively.

目 錄

中文摘要 ------------------------------------ i
英文摘要 ------------------------------------ ii
謝誌 ------------------------------------ iii
目錄 ------------------------------------ iv
表目錄 ------------------------------------ vi
圖目錄 ------------------------------------ vii
一、 緒論-------------------------------- 1
1.1 研究背景與動------------------------ 1
1.2 研究目的---------------------------- 1
1.3 研究流程---------------------------- 1
二、 文獻探討---------------------------- 3
2.1 資源基礎理論------------------------ 3
2.1.1 資源基礎理論概要---------------------3
2.1.2 資源基礎理論策略模式-----------------3
2.2 核心競爭力與競爭優勢-----------------5
2.2.1 競爭優勢的基礎-----------------------5
2.2.2 VRIO分析架構-------------------------6
2.3 層級分析法---------------------------8
三、 研究方法---------------------------- 9
3.1 國內宅配產業現況分析-----------------9
3.2 AHP應用步驟與原理-------------------10
3.2.1 步驟一：建構層級模式與問巻設計調查--10
3.2.2 步驟二：建立成對比較矩陣------------10
3.2.3 步驟三：計算特徵值與特徵向量--------10
3.2.4 步驟四：檢定成對比較的一致性--------11
3.3 研究架構與評估模式------------------12
3.3.1 研究架構----------------------------12
3.3.2 研究背景----------------------------12
3.3.3 中華郵政競爭優勢與核心競爭力評估模式15
四、 研究結果與分析----------------------20
4.1 中華郵政競爭優勢評估----------------20
4.2 中華郵政核心競爭力評估--------------23
4.2.1 資源競爭力的分析--------------------24
4.2.2 能力競爭力的分析--------------------25
4.2.3 認定核心競爭力----------------------27
五、 結論與建議--------------------------30
5.1 競爭優勢與核心競爭力之評估架構------30
5.1.1 競爭優勢評估架構--------------------30
5.1.2 核心競爭力之評估架構 ---------------30
5.2 對實務界的建議----------------------30
5.3 對後續研究的建議--------------------31
參考文獻 ------------------------------------32
附錄一 ------------------------------------33

參考文獻

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